6 key trends to watch in 2024

Television advertising has undergone significant transformations in recent years, and 2024 promises to be no different. Advertisers must adapt to remain relevant and effective as technology evolves and consumer preferences shift. Here are a few of the key trends shaping the future of TV advertising in 2024.

1. Addressable TV advertising

Despite some challenges, addressable TV advertising will continue to build momentum as advertisers continue to look for ways to make their ad dollars go further — especially with the uncertain economy and tight budgets. Advertisers can now deliver highly targeted ads to specific households or even individual viewers. 

By leveraging rich data and analytics, they can customize messaging based on demographics, interests and viewing habits. This increases ad campaign efficiency by eliminating wasted impressions. It also leads to higher engagement and conversion rates.

2. Integration of AI-driven personalization

As artificial intelligence (AI) continues to impact every sector, we expect to see a revolution in how advertisers use it to personalize ads and engage audiences. AI algorithms will play an increasingly crucial role for brands in analyzing extensive data sets, enabling them to craft ad experiences that are highly targeted and personalized. 

Whether it involves suggesting personalized content or implementing dynamic pricing strategies, AI is set to lead in helping elevate customer satisfaction and increase conversion rates. This shift is anticipated to fine-tune marketing approaches, resulting in higher levels of engagement and improved conversions.

Dig deeper: AI in marketing: How to balance automation and the human touch

3. Interactive and shoppable ads

Retail media partnerships are the future of advertising, with U.S. retail media CTV ad spend forecasted to grow nearly seven times to $5.63 billion by the end of 2027, per eMarketer. The integration of technology and the ability for viewers to interact with ads directly on their screens enables a more immersive and engaging experience. 

Interactive ads may include options to explore a product’s features, watch extended videos or even make purchases without leaving the content they are watching. This trend blurs the lines between advertising and ecommerce, making it easier for consumers to act on their impulses, which drive sales for brands.

4. Connected TV (CTV) and over-the-top (OTT) advertising

The rise of connected TV and over-the-top platforms has revolutionized how audiences consume content. This trend will continue to gain momentum in 2024 as advertisers allocate more of their budgets to CTV and OTT advertising

These platforms offer the advantage of reaching viewers who have cut the cord on traditional cable and satellite TV, making them a valuable target audience. Advertisers will need to create content tailored to the digital streaming experience while also taking advantage of the advanced targeting capabilities that CTV and OTT platforms offer.

Dig deeper: 4 tips to get the most out of CTV advertising

5. Emphasis on creativity and storytelling

Despite the advancements in technology and data-driven advertising, the importance of creativity and storytelling in TV advertising remains constant. 

In 2024, advertisers will continue to craft compelling narratives and memorable campaigns that resonate with viewers — especially during a market slowdown. A well-told story can leave a lasting impression, making it essential to strike a balance between technology and creativity.

6. Cross-platform advertising

In an increasingly saturated market, cross-platform advertising is essential. Because the average person consumes media and advertisements in multiple ways, advertisers must ensure that their campaigns are seamlessly integrated across various platforms, including TV, social media and websites. 

Consistency in messaging and branding across these platforms will help maximize the impact of advertising efforts and increase brand visibility, credibility and trust. This makes customers more likely to purchase goods and services. As advertisers find which touchpoints drive action via targeting and tracking, they can ultimately see improved conversion rates.

2024 outlook: Adapting strategies for success in TV advertising

Advertisers who embrace these trends and adapt to changing consumer behaviors and preferences will be well-positioned to succeed in this dynamic and evolving landscape. As technology and consumer expectations evolve, the TV advertising industry must remain agile and forward-thinking to stay ahead of the curve.

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Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

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